Market segmentation for competitive brands
- 1 December 1996
- journal article
- Published by Emerald in European Journal of Marketing
- Vol. 30 (12), 39-49
- https://doi.org/10.1108/03090569610153291
Abstract
Although market segmentation is widely described as a major marketing tool, questions whether brands which are broadly similar and competitive are bought by identifiably different consumer segments. Notes that few, if any, examples of marked brand segmentation are cited in the literature. Reports on a new international study of the characteristics of brand purchasers in over 20 grocery product categories using consumer panel data, which reveals that there is little brand segmentation. Finds that the consumer profiles of competitive brands differ little in terms of the commonly‐used classification measures such as socio‐demographic characteristics, and that brands in the same product category tend to be bought by similar kinds of people.Keywords
This publication has 25 references indexed in Scilit:
- Market segmentation with choice-based conjoint analysisMarketing Letters, 1995
- A Brand's Eye View of Response Segmentation in Consumer Brand Choice BehaviorJournal of Marketing Research, 1995
- Implementation problems in industrial market segmentationIndustrial Marketing Management, 1994
- On Using Demographic Variables to Determine Segment Membership in Logit Mixture ModelsJournal of Marketing Research, 1994
- The Future of Research in Marketing: Marketing ScienceJournal of Marketing Research, 1993
- Segmenting Markets with Conjoint AnalysisJournal of Marketing, 1991
- Market Segmentation: A ReviewEuropean Journal of Marketing, 1987
- A Simultaneous Approach to Market Segmentation and Market StructuringJournal of Marketing Research, 1987
- Relation of Brand Choice to Purchase FrequencyJournal of Marketing Research, 1977
- Product Differentiation and Market Segmentation as Alternative Marketing StrategiesJournal of Marketing, 1956